Election ad spending analysis 2024

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Page_ID Page_name Disclaimer Amount_spent_INR Ads_count
0 121439954563203 Bharatiya Janata Party (BJP) Bharatiya Janata Party (BJP) 193854342 43455
1 351616078284404 Indian National Congress Indian National Congress 108787100 846
2 132715103269897 Ama Chinha Sankha Chinha Ama Chinha Sankha Chinha 73361399 1799
3 192856493908290 Ama Chinha Sankha Chinha Ama Chinha Sankha Chinha 32294327 680
4 109470364774303 Ellorum Nammudan Populus Empowerment Network Private Limited 22399499 879
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id Serial_No State Parliamentary_Constituency Total_Electors Polled_Percentage Total_votes Phase
0 1 1.0 Andaman & Nicobar Islands Andaman & Nicobar Islands 315148 64.10 202018 1.0
1 2 2.0 Arunachal Pradesh Arunachal East 375310 83.31 312658 1.0
2 3 3.0 Arunachal Pradesh Arunachal West 517384 73.60 380783 1.0
3 4 4.0 Assam Dibrugarh 1659588 76.75 1273744 1.0
4 5 5.0 Assam Jorhat 1727121 79.89 1379749 1.0
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Location_name Amount_spent_INR
0 Andaman and Nicobar Islands 377858
1 Andhra Pradesh 100819732
2 Arunachal Pradesh 1385654
3 Assam 17478091
4 Bihar 53619242
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id Serial_No State Parliamentary_Constituency Total_Electors Polled_Percentage Total_votes Phase Location_name Amount_spent_INR
0 1 1.0 andaman & nicobar islands Andaman & Nicobar Islands 315148 64.10 202018 1.0 NaN NaN
1 2 2.0 arunachal pradesh Arunachal East 375310 83.31 312658 1.0 arunachal pradesh 1385654.0
2 3 3.0 arunachal pradesh Arunachal West 517384 73.60 380783 1.0 arunachal pradesh 1385654.0
3 4 4.0 assam Dibrugarh 1659588 76.75 1273744 1.0 assam 17478091.0
4 5 5.0 assam Jorhat 1727121 79.89 1379749 1.0 assam 17478091.0

have a look a the total ad spend on the state

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State Amount_spent_INR
0 andaman & nicobar islands 0.000000e+00
1 andhra pradesh 2.520493e+09
2 arunachal pradesh 2.771308e+06
3 assam 2.446933e+08
4 bihar 2.144770e+09
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uttar pradeshmaharashtraodishawest bengaltamil naduandhra pradeshbiharkarnatakamadhya pradeshrajasthangujarattelanganakeralaharyanaassamjharkhandchhattisgarhhimachal pradeshuttarakhandjammu and kashmirchandigarhsikkimgoatripuraarunachal pradeshmanipurmeghalayapuducherrynagalandmizoramlakshadweeppunjabnct of delhiladakhdadra & nagar haveli and daman & diuandaman & nicobar islands02B4B6B
Total Ad Spend by StateStateAd_Spend_INR
The bar graph highlights the total ad spend by state in INR. Uttar Pradesh stands out with the highest ad spend, followed by Maharashtra and Odisha. States like West Bengal, Tamil Nadu, Andhra Pradesh, and Bihar also have significant ad expenditures. On the other hand, places like Lakshadweep, Dadra & Nagar Haveli, Daman & Diu, Andaman & Nicobar Islands, and Arunachal Pradesh have the lowest ad spend. This pattern shows that bigger and more populous states tend to spend more on ads, reflecting their political importance and larger voter base.

The average voter turnout by state

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lakshadweeptripuraassamandhra pradeshsikkimwest bengalpuducherryarunachal pradeshmanipurmeghalayagoaodishachhattisgarhladakhkarnatakakeralahimachal pradeshdadra & nagar haveli and daman & diutamil naduchandigarhtelanganamadhya pradeshjharkhandharyanaandaman & nicobar islandspunjabmaharashtrarajasthangujaratjammu and kashmirnct of delhinagalanduttar pradeshmizorambiharuttarakhand020406080
Average Voter Turnout by StateStateVoter Turnout(%)
Lakshadweep tops the list with nearly 80% average voter turnout, closely followed by Tripura and Assam. Andhra Pradesh, Sikkim, and West Bengal also show high engagement, with turnouts over 70%. On the flip side, Bihar, Uttar Pradesh, and Uttarakhand have the lowest average turnout, around 50-55%. This highlights significant regional differences in voter participation, where smaller states and union territories tend to have higher engagement compared to larger states with more ad spend.

The top 5 parties by ad spend

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42.3%24.5%23.7%5.19%4.27%
Bharatiya Janata Party (BJP)Ama Chinha Sankha ChinhaIndian National CongressEllorum NammudanBJP OdishaTop 5 Parties by Ad Spend
The Bharatiya Janata Party (BJP) leads in ad spend, making up 42.3% of the total. Following them, Ama Chinha Sankha Chinha accounts for 24.5%, and the Indian National Congress has 23.7%. Meanwhile, Ellorum Nammudan and BJP Odisha have much lower spends, at 5.19% and 4.27%, respectively. This shows that BJP dominates Facebook and Instagram ad spending, with nearly half of the total expenditure, highlighting their significant investment in advertising compared to other parties.

The correlation between ad spend and voter turnout:

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                   Amount_spent_INR  Polled_Percentage
Amount_spent_INR           1.000000          -0.010688
Polled_Percentage         -0.010688           1.000000

Relationship between ad spend and voter turnout by parliamentary constituency

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050M100M150M405060708090
Stateandaman & nicobar islandsarunachal pradeshassambiharchhattisgarhjammu and kashmirlakshadweepmadhya pradeshmaharashtramanipurmeghalayamizoramnagalandpuducherryrajasthansikkimtamil nadutripurauttar pradeshuttarakhandwest bengalkarnatakakeraladadra & nagar haveli and daman & diugoagujaratandhra pradeshjharkhandodishatelanganaladakhharyananct of delhichandigarhhimachal pradeshpunjabAd spend and voter turnout by Parliamentary ConstituencyAd Spend (INR)Voter Turnout(%)

The scatter plot indicates that higher ad spending doesn't necessarily lead to higher voter turnout. Most constituencies show voter turnout clustering between 60% and 80%, regardless of the ad spend, which varies from 0 to 150 million INR. This suggests that factors other than ad spend are likely playing a significant role in influencing voter turnout.

The distribution of ad spending

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050M100M150M0102030405060708090
Distribution of Ad SpendAs_Spend_INRcount

The histogram shows that most constituencies have ad spends clustered around the 50M and 100M INR marks, with fewer constituencies spending less than 10M INR or more than 150M INR. The box plot reveals a median ad spend of about 70M INR, with an interquartile range (IQR) from roughly 30M to 110M INR. There are a few outliers, particularly a constituency with a notably high ad spend above 150M INR. This distribution indicates that while most ad spends fall within a certain range, there are some constituencies with significantly higher expenditures.

Ad spending and voter turnout by election phase

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12345601B2B3B4B5B6B7B8B6364656667686970
Ad_spend_INRVoter_turnout_percentageAd spend and voter turnout by Election PhaseElection PhaseAd Spend (INR)voter turnout (%)
There's no clear pattern between ad spend and voter turnout. Phases 1 and 4 have the highest ad spends, with phase 4 seeing voter turnout peak around 70%. Despite the high ad spend, phase 1 has a lower turnout at about 67%. Phases with moderate ad spend, like 2 and 6, show lower voter turnout, while phase 5 stands out with notably low turnout despite moderate spending.

### Conclusion

  • Higher ad spend does not guarantee higher voter turnout.
  • Voter engagement is influenced by various other factors.
  • Larger, more significant states tend to spend more on ads, but this doesn’t always lead to higher voter participation.
  • Political parties, especially the BJP, invest heavily in advertising.
  • The effectiveness of this ad spending in increasing voter turnout remains questionable.
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